In 2019 EA wanted to change up their flagship E3 week broadcast. Creative Director, Jason Wiltshire decided to take the show out of its indoor location and make it part of the live EA Play festival experience, putting all the reveals, announcements and first look magic right up front with the crowds of fans.

Working with the EA global events team, the show’s format was changed, giving online viewers a slicker experience, and the traditional press conference speakers were dropped in favour of authentic gaming presenters to get the info the gamers at home wanted.

In 2021 the format was refreshed to overcome global travel restrictions, with WWE Superstar and gamer, Xavier Woods AKA Austin Creed helming the show.  An LED studio and interactive set featured guests from around the world in a unique and creative format.